Conversion events set up in Firebase: You can import any event set up as a conversion event in Firebase. First opens, in-app purchases, and ecommerce events are automatically enabled as conversion events. To track other events as conversions, you’ll need to enable these events as conversions in Firebase. You can have a maximum of 10 conversion events per app in Firebase.

An iOS Display Network only, Mobile app installs, or iOS Universal App campaign: iOS app conversion tracking is available for mobile app install and mobile app engagement campaigns on the Display Network and Universal App campaigns. For other types of Display Network campaigns, you can also see cross-device conversions for conversions that happen between the web and in-app ad clicks or in-app conversions. These conversions will be reported in your Cross-device conversions and All conversions columns.

An app store ID entered for iOS apps in Firebase: If you haven’t entered the Apple app store ID for your iOS projects, you won’t see conversion events for those projects in AdWords. To add an app store ID, open Firebase, find your iOS app in the “Overview” screen, and select “Manage” from the 3-dot menu.

If you use cross-account conversion tracking to track conversions in a manager account, you’ll need to link Firebase with the manager account and import conversions there.

How to import conversion actions from Firebase

You should now see a screen with settings and your Firebase conversion events. If you don’t, make sure you’ve linked Firebase and AdWords.

Click Firebase attribution. This setting lets you select when to report a conversion in AdWords if there have been clicks on ads from multiple ad networks. For more information, see About Firebase attribution below. Select an option (or leave the default selected) and click Save.

Below "Import Firebase conversion events," you'll see a table with the Firebase events you can import. If you don't see all your Firebase conversion events here, make sure you've linked the Firebase projects for the events you want to import.

Select the conversion events you want to import.

Click Import.

You’ve now imported your conversion events, and they’ll be tracked as conversion actions in AdWords. To edit the settings for your new conversion actions, follow the instructions below.

How to edit your conversion action settings

In the “Conversion actions” table (if you’re not already there, click the Tools tab and select Conversions), click on the name of the Firebase conversion action you want to edit.

You'll see a page with the current settings for this conversion action. Click Edit settings.

Make any changes you'd like. (See below for the settings you can edit for each kind of conversion action.) Then, click Save.

For some settings, you may see an alert that your settings are different in Firebase than in AdWords. It’s OK to have different settings in each product, but keep in mind that the conversion data reported in AdWords and Firebase may be different.

The settings you can edit vary depending on whether you’re tracking first opens, automatically tracked in-app purchases, or other events. See the list of settings for each below.

Settings for first opens

Name: Enter a name for the conversion action you'd like to track. This will help you recognize this conversion action later in conversion reports.

Value: Enter a value for each install, or select "Don't assign a value" if you'd prefer not to track one. Learn more about conversion values.

Include in "Conversions": Uncheck this setting (selected by default for iOS, not selected by default for Android) if you don’t want to include data for this conversion action in your "Conversions" reporting column (or automated bid strategies that use that column). You can uncheck this setting if you use an automated bid strategy to optimize for conversions, and want to choose which conversion actions to include in that bid strategy. You should only include one conversion action per event per app, to avoid counting duplicate conversions. Learn more about "Include in 'Conversions.'"

Settings for automatically tracked in-app purchases

Name: Enter a name for the conversion action you'd like to track. This will help you recognize this conversion action later in conversion reports.

Count: Select whether to count every or one conversion per ad click. “Every” is recommended, because every in-app purchase likely adds value for your business. Learn more about counting conversions.

Conversion window: Select how long to track conversions after someone clicks an ad. Learn more about conversion windows.

Include in “Conversions”: Uncheck this setting (selected by default) if you don’t want to include data for this conversion action in your "Conversions" reporting column. You might want to uncheck this setting if you use an automated bid strategy to optimize for conversions, and you don't want to include this particular conversion action in your bid strategy. Learn more about "Include in 'Conversions.'"

Settings for all other conversion actions (including ecommerce events)

Name: Enter a name for the conversion action you'd like to track. This will help you recognize this conversion action later in conversion reports.

Value: The value of each conversion event is tracked in Firebase and will be automatically imported into AdWords. You can also set a default value in AdWords. Keep in mind that in Firebase you need to send the value as a number to report conversions in AdWords. Learn more about conversion values.

Count: Select whether to count every or one conversion per ad click. "Every" is best for sales; "One" is best for leads. Learn more about counting conversions.

Conversion window: Select how long to track conversions after someone clicks an ad. Learn more about conversion windows.

Category: Select the category that best describes your conversion. You can use this category to segment your conversion reports.

Include in “Conversions”: Uncheck this setting (selected by default) if you don’t want to include data for this conversion action in your "Conversions" reporting column. You might want to uncheck this setting if you use an automated bid strategy to optimize for conversions, and you don't want to include this particular conversion action in your bid strategy. Learn more about "Include in 'Conversions.'"

About Firebase attribution

If you use multiple ad networks to advertise your app, then your Firebase data may include app installs and in-app purchases that resulted from non-AdWords ads.

AdWords will only report conversions that involved a click on an AdWords ad. The “Firebase attribution” setting lets you further define which conversions AdWords counts as AdWords conversions. (In other words, which conversions can be attributed to AdWords.) There are 2 options:

Report all conversions with an AdWords click, even if there are later clicks on other ad networks. Select this option if you want to report any conversion that involved an AdWords click. This is the default option, because it means you’ll see every conversion that your AdWords campaigns had a part in.

Report only conversions where the last click was on an AdWords ad. Select this option if you don’t want AdWords to report conversions where the last click was on another ad network’s ad, even though there were AdWords clicks earlier in the customer’s path to conversion.

About duplicate conversions

If you have multiple app conversion actions that appear to be tracking app installs for the same app, then you’ll see a warning in the “Include in ‘Conversions’” setting for your conversion actions. If these are tracking the same version of your app, it’s recommended that you uncheck “Include in ‘Conversions’” for all but one of the conversion actions. That way, AdWords will only count one conversion per app install in the “Conversions” column. This is especially important if you use an automated bid strategy to optimize for conversions: it will help you avoid bidding for 2 conversions for the same app install.

If the code for the 2 conversion actions is installed in different versions of your app, you don’t need to remove one from the “Conversions” column. If you’re transitioning from using the AdWords SDK to Firebase, see the note below.

Note: Due to limited visibility, you won’t see conversions reported in AdWords for iOS Search campaigns.

Note: Transition from the AdWords SDK to Firebase

If you’re currently using the AdWords SDK, it’s recommended that you switch to using Firebase. Here’s how to go about installing the new conversion code:

Add the Firebase SDK and remove the AdWords SDK from a new version of your app. You can include both the Firebase and the AdWords SDK conversion actions in the “Conversions” column. Your older conversion action will continue to count conversions for the previous version of your app, while the Firebase conversion action will count conversions for the new version of your app.